Cort Brazelton: "After the August 15 the market will be clean and hungry again"
Cort Brazelton, is an international agricultural business consultant and business director of Fall Creek Farm & Nursery, Inc. He recently participated in the Assembly of the Committee of Cranberries of Chile, where he analyzed the global situation of production and marketing of cranberry, and the projections and challenges that the Chilean industry will have to face in this context.
In the massive meeting, led by the Chairman of the Committee, Felipe Juillerat, the Executive Director of the entity, Andrés Armstrong and Julia Pinto, Technical Manager, the participants were able to listen to Cort Brazelton's analyzes, together with other national and foreign experts.
In his presentation, Cort Brazelton, referring to the reality and situation of the blueberry market in the United States, indicated that undoubtedly the window of the Chilean blueberry has a greater competition of Mexican, Californian and Peruvian fruit, reason why the future actions of the local industry should aim to modernize, plan and look for areas that offer good opportunities for Chilean fruit, a vision that was shared by the other experts since the blueberry business "It can no longer be conceived as niches or windows, but you have to go out and compete, but that competition meant improving size, firmness and flavor.r ".
Cort Brazelton added that, based on the current situation of the US market, difficult times can be glimpsed for the blueberry, due to the lack of capacity to store the processed fruit and to pack the fresh one. However, he added, "you can anticipate a summer where there will be many more retailers paying more and more attention to the quality of the fruit they are receiving, as there are those who know that there is a lot of difference between producers, geography and variety. After the August 15 the market will be clean and hungry again", Predicted the expert.
The business director of Fall Creek Farm & Nursery will be one of the speakers at the 9th INTERNATIONAL SEMINAR 2017, which will be held on November 9, at the Hotel Barceló Punta Umbría Beach Resort, in Huelva, Spain. On the occasion, Cort Brazelton, will present the exhibition: "The role of Spain in the world blueberry market and the importance of genetics"
Europe
Cort Brazelton argues that the consumption of blueberries in Europe is increasing significantly in recent years, which means an increase in supply to supply this demand. He points out that European markets are keeping pace with the British and changing the seasonal consumption of this fruit. The demand takes off in countries like Norway, Sweden, Holland, Germany, Austria, Switzerland or Italy, where consumers have appreciated both the improvements in the quality of this product and its taste. These and other markets are growth centers for cranberry, so it insists on innovation beyond the supply chain to meet consumer expectations.
For Cort Brazelton, the path of industry is proactivity and action, because those who have had problems, "it's not that they do not know what they have to do, but they have not wanted to do it" The analyst concludes that Chile's potential is immense, "It is one of the best places in the world to produce blueberries ... it is also a stable country, and many of its competitors are not", Highlights the international expert.
In the 9 ° International Seminar to be held in Huelva, Brazelton will discuss the contribution of genetics to the strategic objectives of the industry, because "Today's biggest challenge for cranberry is not the lack of demand or consumption, but the fact that at the end of the day the consumer wants a product, and often receives another"Says Brazelton.
Source: Martín Carrillo O. - Blueberries Consulting
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